OakMega 2022 Q2 White Paper: Building a Successful Post-Sales Customer Experience with CRM

OakMega offers brands the most comprehensive Social CRM services, helping them build VIP superfan relationships with customers through messaging apps and assemble complete first-party data. Our latest white paper, the “2022 Brand Customer Retention White Paper,” takes a customer lifecycle view to show how brands can use Social CRM and other martech tools to understand existing customers’ behavior in the post-sales stage, deliver tailored experiences to each customer group, and raise customer retention.

New Sales Challenges in an Era of Fragmented Customer Behavior

Brand sales models have changed dramatically in recent years. Brands increasingly rely on “data-driven sales strategies” and “first-party data” to deliver tailored experiences, coping with ever more complex and diverse customer touchpoints and increasingly fragmented customer behavior. According to Gartner’s latest 2022 survey, more than 70% of brands surveyed named “sales growth” as their top goal for 2022, hoping to use maturing martech tools and a data-driven mindset to build sales strategies that better fit the customer journey.

Adopt Social CRM to Build First-Party Data and Meet 2022’s Digital Marketing ChallengesSince the move to a cookieless world, marketers have faced an even harder road, and 2022 is the year to find solutions. Everyone is watching what Google and Facebook will propose. Google dropped FLoC in favor of the Topics API, but it is still in testing and its real-world performance remains to be seen. With the advantage of third-party cookies gone, many brands now truly realize what it means when all their data sits in someone else’s hands: customer data for FMCG and household goods belongs to the retail channels, ad targeting that long depended on cookies is growing less accurate, and consumers are becoming more aware of their own privacy.https://oakmega.com/blog/social-crm-create-1st-party-data-solution

Chapter 1: Regain a Clear View of Customer Behavior, the First Step Toward Sales Growth

In an era of fragmented customer behavior, brands understand less and less about what their customers do, which undermines the precision of their sales strategies. Brands need martech tools to regain a clear view of customer behavior, build effective sales strategies from first-party data, engage meaningfully, and take the first step toward sales growth.

Facing a changing sales landscape, brands are focused on two main goals: “sales growth” and “operational excellence.” More than 74% of brands surveyed believe martech tools can effectively improve the quality of the content they deliver to customers, and let them interpret the first-party data they collect to build sales strategies that better fit the customer journey. The survey also found that, to reach these two goals, brands will increase their martech spending by 7.4%, mainly to automate and digitize the sales process.

The New Trend in Customer Success: Strategies for Succeeding Together with Customers at Every Stage of the JourneyDo you know what customer success is? Why are brands now prioritizing it, even building customer success teams in-house? How can customer success help brands manage interactions with customers at different lifecycle stages more effectively, and how does it help in putting Social CRM first-party data to use? This article explains why customer success matters for today’s data-driven brand strategies.https://oakmega.com/blog/customer-success-new-trend

Chapter 2: How Social CRM Captures Customer Behavior and Moves Customer Relationships Forward

Good martech tools help brands track and update customer behavior in real time along the customer journey map, so they can build and adjust the right sales strategies faster.

Social CRM helps brands collect customer data in real time on the platforms where customers actually interact, such as messaging apps (LINE, Messenger, Instagram, and more). For large brands or those in specialized industries, it can also connect to existing CRM databases via API, reactivating dormant first-party data so it can be analyzed and applied to sales strategy right away.

From today’s customers’ perspective, they also expect brands to understand their needs better. Beyond receiving exclusive, valuable content, they expect faster customer service responses and timely tutorials that help them get more out of the brand’s products or services.

Manage Members with Marketing Automation: Create Tailored Member Experiences on LINEDigital marketing environments and tools keep changing, but member management remains vital to brands. With third-party cookies about to disappear, brands are realizing that building first-party data and reclaiming control of their data greatly helps member management: a data-driven mindset and first-party data enable more precise member strategies. Marketing automation helps brands manage members effectively, using data to help marketers understand the status and customer journeys of different existing customer groups. The ultimate goal is to shorten every customer journey with precisely targeted messages and raise the value of existing customers. Only when customers get real value from a brand’s products or services will they fall in love with it and even become VIP superfans: buying again and again, and speaking up for the brand on social media and recommending it to friends.https://oakmega.com/blog/marketing-automation-to-grow-customer-lifetime-value

Summary

OakMega is the strongest customer data management partner for brands’ Social CRM. We help more than 100 partners and clients share information effectively and build warm relationships, creating highly loyal superfan communities through two-way engagement and driving higher revenue for brands.

For the full content, download the “2022 Customer Retention White Paper” for free, or browse more free white paper resources.